Edison Research Announces Boomer and Gen Z Podcast Studies

RADIO ONLINE | Friday, January 27, 2023 | 4:39pm CT

Edison Research

Edison Research has announced two major podcast thought leadership studies to be presented in first quarter of 2023. "Hit Play, Boomer: Podcasting's 55+ Opportunity" from NPR and Edison Research will focus on podcast listeners age 55 and older. The study will explore this oft-overlooked demo and their podcast listening behaviors. The Gen Z Podcast Listening Report from SXM Media and Edison Research will provide a look at the podcast habits and motivations of the much-desired Gen Z listener.

Edison Research has been tracking U.S. audio habits in The Infinite Dial study since 1998 and podcast habits in the Share of Ear data set since 2014. Edison Podcast Metrics has provided the only comprehensive measurement of podcast listening in the U.S., including show rankings, genre rankings and listener demographic profiles, since 2019. These three data sets, combined with original in-depth interviews, promise to provide detailed information about Boomer and Gen Z listeners to date.

"Everything we do at Edison Research works to drive the audio space forward with the highest quality data," said Edison Vice President Megan Lazovick, who heads up the thought leadership efforts. "We believe these two studies will help advertisers understand the opportunities for audio to reach these two important generations and of course help the media companies who can deliver these audiences."